The Nokia 5500 Sport offers a range of features, such as a sports mode that can measure distance travelled and calories burnt during a work-out. The music mode, meanwhile, offers up to 1GB of memory, while the phone's design and protective casing are also nods to its athletic stylings.
The global campaign includes a full range of media executions, with the three TVCs shot in Singapore. According to a Nokia spokesperson, Singapore was picked as a location for the global TVC as it represents "an urbanised playing field, where values like confidence, toughness, perserverance, involvement and strength are respected and appreciated".
Based on the concept 'The city is your playground', the TV executions, and show people engaged in a series of jumps and flips around walls, bridges and stairs.
The ads end with the tagline 'Built to play'.
"Play is always on the users' minds, in that they see or treat the city as an enormous playground," said the spokesperson. "It's a mindset where users see mundane surrounding as a place for them to play."
While Korea's Pantech and Sony Ericsson have both launched phones with pedo-meters, the 5500 is considered the first major launch by a handset-maker of a sport-centric smartphone model.
The 5500 is aimed at the 18-40 demographic, skewed toward men, and is one of the few Nokia models that has a text-to-speech function pre-installed to allow users to message while exercising.
